Basic Marketing – Chapter 07Supplementary PowerPoint Archive

This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides.

See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions.

For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw-Hill/Irwin, The McGraw-Hill Companies, Inc.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

John Deere opening photo7-2

Exhibit 7-1: Understanding Business and Organizational Customers for Marketing Strategy Planning

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Kyocera ad

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Michelin ad

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IBM ad

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Climbing gear photo7-7

Buying Center photo7-8

Exhibit 7-2: Multiple Influence and Roles in the Buying Center

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Business Objects ad

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AirTran ad

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Exhibit 7-3: Overlapping Needs of Individual Influencers and the Customer Organization

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Eastman Tritan ad

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Exhibit 7-4: Organizational Buying Processes

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California Dept. of

Transportation ad

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Liberty Mutual and Rockwell

International ads

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Exhibit 7-6: Key Dimensions of Relationships in Business Markets

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CDW ad

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Exhibit 7-7: Size Distribution of Manufacturing Establishments

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Alcoa Aluminum photos7-20

Exhibit 7-8: Illustrative NAICS Code Breakdown for Apparel Manufacturers

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Capital One ad

targeting small

business

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Shell ad

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Diamond Crystal ad

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Caterpillar ad

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ESS ad

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John Deere photo 7-27

Examples of Different Types of Business and Organizational Customers

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Organization Buying Focuses on Value

Vendor analysis is likely to be more formal Written specifications often spell out needs

Focus on economic criteria, including Quality (including ISO 9000 certification)

Total costs to purchase and use

Reliability

Value in use

Including consideration of what related costs are reduced by using the product instead of some alternative

Savings possible via e-commerce

and the like …

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Sharp ad

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Nutrasweet ad

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Buying Center

Business purchases often involve multiple influence

Buying center—all people who participate in or influence a particular purchase

Buying center varies from purchase to purchase

Does not appear on the organizational chart

Structure may be formal or informal

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Retail Chain’s Statement of Policy Concerning Gifts

To: Our Manufacturers and Suppliers

Re: Statement of Policy Concerning Gifts

The holiday season is a happy time when custom suggests we share gifts and remembrances with friends and associates. The joy and goodwill of the holiday spirit brings us all a little closer together, and for that we are thankful.

However, a (store name) associate who accepts a gift or gratuity from a supplier or vendor during any season violates (store name) policies and procedures. Please save us both embarrassment by not sending any (store) associate gifts this holiday season. Regardless of the intent, the gift cannot be accepted and will have to be returned.

If you feel the spirit of the season compels you to do something, we suggest that you make a charitable donation to your favorite charity in the name of your friend.

Thank you for your understanding and compliance.

Best wishes for a happy holiday season and a prosperous New Year.

(signed)

President

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Yellow and Canon ads

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Three Kinds of Organizational Buying Processes

New-task buying

a firm has a new need and the buyer wants a great deal of information

Modified rebuy

the in-between process where some review of the buying situation is done—though not as much as in new-task buying

Straight rebuy

a routine repurchase that may have been made many times before

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Internet E-Commerce Reshaping B2B Markets

Both B2B marketers and business customers are turning to the Internet to speed up the flow of market information and to make the market matching process more efficient. Impact is across industries & vertical channel levels in the value

adding process (producer, wholesaler, etc.) Significant factor in opening up some markets to global competition

A variety of special types of websites have come on the scene Examples: Procurement hubs, collaboration hubs, seller sites,

exchanges, etc. Competition among similar websites is still shaking out and in the

process causing some uncertainty, inefficiency, and expense.

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National.com website series of photos 7-37

eBay e-commerce

ad

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Businesspeople in Hong Kong photo 7-39

North American Industry Classification System Codes

NAICS—new system of number codes that groups firms in similar lines of business

Most government data is now being organized by NAICS codes

Replacing the older Standard Industrial Classification (SIC) codes SIC codes are still prominent in most published government

reports because of lag times in publication

Much detail is available Two digit codes are the most general

Additional digits add more details (i.e., six digit codes are the most detailed)

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Producers of Services

Geographically spread out

Growing in number

Buying may be informal

Government data is incomplete

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Government Market

Government units Federal government

State governments

Local governments

Foreign countries

Bid buying and negotiated contracts

Sources of information Commerce Business Daily

A variety of Internet websites

Small Business Administration

Government purchasing departments

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Organizational

Customers Are

Different

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